Dunkin' Donuts Adds Cookies

Dunkin' Donuts built its brand on morning coffee and donuts. Now, the Canton, Mass.-based chain has added oversize cookies to generate afternoon snack business.

On Tuesday, Dunkin' Donuts announced that three varieties of cookies--chocolate chunk, oatmeal raisin, and peanut-butter cup--will be available in its 4,400 U.S. locations. The cookies weigh 4.5 ounces each, and are priced from $1.39 to $1.49, depending on the location.

"With this latest creation from our culinary team, Dunkin' Donuts is delivering on our commitment to expanding into new dayparts by offering high quality snacks and beverages," said Joe Scafido, Dunkin' Donuts' chief creative and innovation officer, in a release.

Dunkin' Donuts cited encouraging snack statistics as part of its decision to chase the afternoon market: 93 percent of Americans snack at least once a day, and 50 percent snack twice a day, according to figures from a 2005 NPD Foodworld survey.

NPD data also shows that 86 percent of cookies are eaten with lunch, as an afternoon snack, or with dinner. Furthermore, another NPD study indicated that during the year ended May 2006, customers bought a billion cookies at quick-service restaurants.

Two 15-second television spots and a 60-second radio spot, touting the cookies as "Coffee's New Entourage," appeared in the Northeast to introduce the cookies. Billboards and POP materials also support the rollout.



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